New Bear to Restore NWT Diamond Sparkle

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Possibly the most coveted NWT Polar Bear has had a makeover.

Unused since about 2009, the GNWT’s Four-Legged West Facing Polar Bear™ has been rejuvenated for a new and growing consumer market that values proven provenance and will pay premiums for ethically and environmentally sourced diamonds.

The old bear was tired and its head hung low. It looked soft and slouchy. It was overpowered by its wordmark and stationery.

By comparison, the new look Bear is strong, looking upward and forward and seeking the future. Its stance is dynamic, moving, evolving and going places.  Its new wordmark is unique, crisp, clean and bold.

The GNWT is now asking interested proponents to submit proposals for the use of the re-energized Polar Bear Diamond trademark.

Research conducted in the 2018 review of the GNWT’s Diamond Policy Framework highlighted that the GNWT’s Polar Bear trademark is still respected and valued in the diamond industry. Even more so than before, today’s consumers are seeking authenticity and demanding traceability and ethically sourced diamonds in their luxury brands.
 


Diamond markets are recovering and the GNWT anticipates that its new Bear can be positioned to capture the interest and attention of repeat buyers and a whole new generation of millennials.

GNWT is encouraging current and future approved NWT diamond manufacturers to submit innovative and creative plans that will consider the NWT’s unique challenges and leverage its incredible marketing edge to see the return of–and demand for– Polar Bear Diamonds™ in the marketplace.